The Relationship Between Image Destination, Satisfaction, Push and Pull Motivation Towards Tourist Loyalty

Mutia Sobihah, Abd Halim and Emisham, Embong and Ikhwan, Aziz (2020) The Relationship Between Image Destination, Satisfaction, Push and Pull Motivation Towards Tourist Loyalty. Journal of Critical Reviews, 7 (6). pp. 1230-1241. ISSN 2394-5125

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Abstract

Malaysia is the country that is full of unique attractions and filled with rich culture stemming from a melting pot of various people. This reason, perhaps why it has become a choice of attraction among tourists to visit these many places in Malaysia. Kenyir Lake is an Eco-Tourism location spot in Malaysia, and it was chosen as the research location because of the rapid development by the government and private sector to attract tourists to visit. The objective of this research is to study how the relationship between Destination Image of Kenyir Lake provides satisfaction to the tourists, the motivation of the pull and push towards tourists’ loyalty. The research data analyzed by using the variables and data correlation in IBM-SPSS. This research used a quantitative approach so that it able to reach a broader range of audiences. Even though there was empirical research has been carried out with this type of topic. Still, it is limited to the state of Terengganu and Kenyir Lake. The result of this research will show all variables will have a positive correlation towards loyalty. Therefore, the result of this research will assist the government, the private sector, and other parties to increase the image of the destination and provide better satisfaction to tourists and attract them to return.

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